Colorful geometric pattern of circles and squares with smiling and winking faces against a black background.

YOUber

In 2025, we launched YOUBER, Uber’s first-ever personalized year-in-review experience—turning each user’s unique Uber and Uber Eats data into a story of how they moved, ate, and showed up that year. Through a series of personalized screens, users uncovered the habits, moments, and behaviors behind their year, culminating in one of 14 YOUnique YOUBER personalities designed to be explored, compared, and shared.

MY ROLE

I built the production framework from the ground up, orchestrating and maintaining 8+ interconnected workstreams spanning everything from the in-app experience and data personalization to lifecycle CRM, in-app surfaces, promotions, paid and organic social, and even Zoom backgrounds and Slack emojis. The project brought Creative together with Data Science, Engineering, Promotions, and other teams that don’t traditionally speak the same language—so a big part of my role was creating the workflows, communication systems, and connective tissue that allowed all tracks to move in parallel and ultimately come together as one experience.

Two days before launch, SNL dropped a sketch spoofing the idea—fueling organic reach, press, and plenty of online chatter. A coincidence? An inside job? Impossible to say.

SCOPE

In-App Experience · Animated Personalities · Paid Social · Organic Social · Lifecycle CRM · Internal Comms

 Press: SNL | Business Insider | Fast Company | People | SF Chronicle

The Experience

YOUber transformed Uber and Uber Eats data into a personalized and interactive experience, giving users a playful look back at how they moved, ordered, and lived throughout the year. Through personalized insights and unexpected discoveries, the experience turned everyday habits into a story uniquely their own.

A digital webpage features a cartoon illustration of a smiling Earth character wearing blue sneakers, with black eyes, a small smile, and waving. The character has a camera hanging around its neck on an orange strap. To the left, there is text that reads: 'Your YOUBER 2025 lookback is available in the Uber app only,' followed by instructions on how to access it. The top menu bar contains options like Ride, Earn, Business, Uber Eats, About, Help, Log in, and Sign up. At the bottom, there are colorful buttons labeled 'YOUBER 2025' and 'BER 2025' in various colors.
Uber advertisement with the phrase 'You can't spell Uber without U' inside a black background with colored dots and shapes.
Uber 2025 promotion graphic featuring a smiling, yellow emoticon face replacing the letter 'O' in 'YOUR', set against a black background.
Uber rider loyalty badge with three tier blue levels, indicating top 13% of riders in 2025.
Digital graphic with a black background, colorful geometric shapes, and text stating that the person is in the top 10% of Taco Bell fans, with the Taco Bell logo and Uber branding.
A digital graphic announcing the item nearest and dearest to your tummy is Crunchwrap Supreme, with colorful curved lines above and below the text and the Uber logo at the bottom.
Celebratory graphic praising Uber One for saving a ton of money, with repeated 'SAVINGS' and a peace symbol in a circle around the text, against a black background.
A cartoon moon with sunglasses, high heels, and a cocktail in hand, celebrating and waving. The background is black with white and blue stars, with text indicating a celebratory message about being social and loved.
Uber 2025 report showing an average of 4.99 stars, with colorful stars decorating the background.
A graphic design with concentric circles in red, purple, yellow, and white on a black background, with white text in the center that reads 'NO ONE MOVES LIKE YOU.'
Uber year-end summary: You took 546 rides to 32 different places in 2025, displayed in colorful text on a black background with circular text around the edge asking 'Where did you go?'
Poster with the text 'Now let's talk about EATS' and three large, colorful words 'EATS' in different styles and shades of green on a black background.
Uber 2025 survey result showing top 3 cuisines tried: Mexican, Vietnamese, BBQ
Uber advertisement showing $528.56 in savings since a certain date, with a note that this amount is what you can spend on Taco Bell, with golden star accents on a black background.
Colorful animated shapes with smiling faces falling on a black background.
Uber 2025 infographic showing the number of restaurants ordered from, which is 34, with a circular text around the edge asking "How many restaurants did you try?" and "How many restaurants did you reach out to you?".
Book cover with black background, green and white borders, and white text that says "This Year You Ate."
A digital interface encouraging users to unlock their Youbber personality with a button labeled 'Let's Goo' and colorful border lines.
Colorful list of phrases with different background colors and black text.

At the heart of the experience were 14 custom-animated YOUber Personalities, each bringing distinct rider and eater habits to life. From daily commutes and airport rides to favorite food orders and late-night cravings, these playful characters transformed user behavior into personalized identities designed to be discovered, celebrated, and shared.

YOUber Personalities

YOUber extended beyond the in-app experience through an integrated digital campaign spanning paid and organic social, in-app placements, and CRM. Each touchpoint was designed to drive awareness, encourage participation, and inspire users to discover and share their personalized year-in-review.

Digital Ecosystem

ACD Art Jane Hildebrand · ACD Copy Sydney Lindsey · Creative Director Yessy Downs · Senior Art Director Paige Murphy